| As the economy of China escalates in the recent years,great progress has been made in the sports industry of China,wherein the number and quality of sport games have improved significantly,and the vitality of the game becomes strengthened.Since China has become the largest market for consumer electronics and Internet,the sport broadcasting is highly influenced by the tremendous progress of the Internet technology.Therefore,it is necessary to analyze the current circumstances,problems and solutions to the sport broadcasting of China.Based on collection of references,logic analysis and case studies,this research first analyze the circumstances of the broadcasting mode,broadcasting content,business model and investment.1.The characteristics and changes of China's sports broadcasts under the current Internet environment are:(1)Currently the broadcasting mode has turned into various platforms including television,personal computer and mobile phone from limited platforms primarily consisting of television;(2)The broadcasting content develops into variety and high quality.Besides the world class games such as football,various sport games of middle and small sizes have also got coverage.;(3)The business model develops into a combination of direct revenue and indirect revenue,and the online game and electronic commerce are increasing significantly.(4)Investment has made few progresses,whereas several companies have entered the investment market because of the economy and industry improvement strategy.2.Problems that are still existent are:(1)The legal nature of the broadcast right of sports events is still unclear,and the legitimate rights and interests of the broadcast subject cannot be effectively protected;(2)China's sports event broadcasting market has huge potential,which however has not stimulated its vitality due to underdevelopment;(3)The explosive development of new technologies in recent years has had a significant impact on the broadcast of sports events.Relevant supporting services lag behind in technological development.Practitioners lack a thorough understanding of them,and cannot dig deep into new user needs,apply new technologies to cater to audience preferences,and expand new markets.In order to confront the challenges mentioned above,this research also proposes the solutions and strategy.First,it is important to strengthen the judicial and lawful system and protect the rightful benefits of the rights holder.The attributes of the sport broadcasting rights should be clarified to protect the benefits of the legal subjects.The law enforcement should be strengthened and the fine amount should be flexible.Moreover,it is necessary to improve the copyright education within the audience.Second,it is necessary to deeply dig in the value of the sport broadcasting market.Based on the success of European and American sport broadcasting market,the sport broadcasting agency can be introduced,which can strengthen the middle parts of the broadcasting industry.Besides,in addition to the distribution of broadcasting rights and advertisements,it is important to dig in the value of online game and VR to expand the new market,which is the key to vitalize the sport broadcasting market.At last,technology improvement is inevitable path to improve the sport broadcasting industry at all levels.On one hand,it is necessary to improve the circumstances to adapt to the new technology.On the other hand,it is important to build up teams of compound backgrounds from all related majors to understand the customers'needs and preferences,and develop products based on the changing market preferences.In this way,the sport broadcasting industry can be improved as a whole. |
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